Topic: Many listeners are hard pressed to get the best qualifying
information out of a potential lead on an initial phone call. David brings a
clear, effective perspective on how to
qualify your lead in 8 easy questions..

We don’t sell a project. We actually sell an experience. And so if we can keep in mind we sell an experience as well as a project that will be the basis of success.

It’s a relationship driven business. It’s why I think I’m in this industry and most of the people I know and it’s not just relationships with clients but it’s with our subcontractors suppliers and employees. Value those relationships and the work will always be there.

You’ve already made the toughest sale, so make a point to circle back to clients at least every 12 months. Say hello, send them something. They know you, they like you, they trust you. If people have not renovated the entire house when you finish a project, they’re already thinking about the next job they may not have the budget. They may not want to start but I’ll guarantee you in the next three to five years they’ll be doing another remodeling project. All we have to do is stay in touch with people.

Podcast Transcript

Magic Mike [00:00:00] Welcome
to CareyBrosPros: the podcast for construction bros by construction bros.. .Now
here are James and Morris Carey.

James [00:00:13] So
good to have you with us for another episode of CareyBrosPros. I’m James.

Morris [00:00:17] And
I’m Morris and you know as professionals we know how hard it is to get a
potential clients to share information with us about their project, their
needs, and their budget.

James [00:00:29] That
is an understatement.

Morris [00:00:31] Have
no fear on this edition of CareyBrosPros. We’re gonna learn eight customer
qualifying questions to ask on the pre qualifying phone conversation.

James [00:00:42] I
am really going to love this one.

Morris [00:00:43] Yeah
Yeah Yeah.

James [00:00:45] And
that’s because has our guest today is David Dlupberger. David is the president
of Remodel Force and as such he does speaking, contractor training, and
consulting. In addition he writes a column titled “Managing It” for
Qualified Remodeler. Welcome to CareyBrosPros David.

David [00:01:03] Thank
you gentlemen. It’s a pleasure to be here.

Morris [00:01:05] Nice
to have you. Many listeners are hard pressed to get the most qualifying
information out of a potential lead on an initial phone call to make sure the
client’s project and budget fit their particular company’s need. How about some
perspective on this David.

James [00:01:24] Dude
that’s like pulling teeth. Man that is like pulling teeth.

Morris [00:01:27] Well
that’s what David’s here for.

James [00:01:29] Yeah.
David you know,

Morris [00:01:30] Help
us pull the teeth, David.

David [00:01:31] Yes
and I’ll even do it painlessly. How about that.

James [00:01:35] I
like it.

Morris [00:01:35] All
right. All right.

David [00:01:36] Because
every contractor understands this: you start every morning with a To Do list of
20, 25, 30 items. We never get it done. It just doesn’t happen. So you really
have to say look at my time and say How do I best allocate my time. So number
one you’ve got to really focus on activities that produce results and I know
I’m preaching to the choir here. But the thing I learned early on is I cannot
go on an unqualified sales call and I can put a number to it because by the
time I put together sales material, drive to the clients house, sit with them.
If I’m walking out to my truck and say I had no business being here by the time
I get back to the office I’ve given up about half a day.

[00:02:28] You’ve burned half a day. You’ve run
you know 15 20 25 miles and you’ve spun your wheels. I tell you that is a
challenge. So how do you avoid doing that.

[00:02:41] So I literally put together a list of
eight questions and when someone calls and they’ve expressed an interest in a
project I’ll say you know if they say you know you worked for a neighbor you’re
a referral. Before I say yes I can help you. I always said this I ask your
listeners to remember one thing when somebody says you can help me if you can
help me. My answer is always you know I’m not sure. Do you mind if I ask you
some questions to find out more as soon as I posed that question. Every single
person says Oh that’s fine. That simply the person asking the questions I now
get to direct the interview. So I’m now in the driver’s seat. Does that make
sense?

Morris [00:03:31] Yes
it does.

James [00:03:32] You
know I think there are leaders in there are followers on the dance floor and
our experience doing this for four decades is that you want to ask closed ended
questions, you want to ask the right questions. You want to be a leader and you
don’t want to feel like- you don’t want the consumer to feel like they’re being
led but you definitely want to have the advantage. You want to know what
questions to ask how to ask them and get the desired response. Typically yes or
no. [laughs]

David [00:04:03] And
you know let me compare this when it does that there’s a very similar analogy
here. When you go to a physician and you have some kind of concern or issue a
good doctor will sit down and they’ll ask questions.

Morris [00:04:18] They’ll
diagnose.

David [00:04:19] They’ll
diagnose right. And so a good physician can’t make recommendations until they
understand what the issue is. And so I approach this the exact same way which
is let’s look at this qualified call as the diagnosis because I don’t know if I
can help you until I find out more.

James [00:04:39] I
like that analogy that works. So let’s run through the eight customer
qualifying questions.

David [00:04:47] Terrific.
So I literally *literally* print these questions and put them in front of me
because I want to go through each one because as I go through each one if I
don’t get a green light I don’t get the answer I’m looking for I don’t proceed.
So there is a consistency here. So can I start the question?

James [00:05:07] Please.

David [00:05:08] So
the first one. Do you mind if I ask you some questions to find out more client
potential clients. Oh that’s fine. So the first question is:

David [00:05:16] How
did you find out about our company.

David [00:05:19] And
I want to know from a marketing purpose where that claim came from past
referral recommendation. It helps set the stage. I may know the previous client
who referred them. So it’s a little bit of an information gathering but it also
lets me monitor where my clients are coming from.

David [00:05:40] That’s
question number one. Right. So they tell me and I’m going gosh yes I’ve worked
in that area. Great area. I love going back what we probably done 10 or 12
projects you know just in that zip code.

David [00:05:52] So
tell me a little bit more about the type and scope of what you want to do?

David [00:05:57] And
this is what every contractor has done 100, 200, 300 times. Tell me more. And
it’s my job to really that ask more questions. Tell me the extent. How long
have you been thinking about doing this? Why now? Well tell me more. Are there
structural changes involved? Do you have plans? It really is just to do the
information gathering that we’re all familiar with, and I’m asking this because
as I really ask that question, I’m also beginning to understand some financial
scope because as they describe in my own mind I’m beginning to say OK that’s a
nice kitchen boy the things they’re talking about. This is a 40 year 50000
dollar kitchen and could easily be 75000 based on some of the finishes.

James [00:06:50] Yes.

David [00:06:51] So
in my own mind I’m getting some financial parameters. So I’ll ask you know we
might spend 10 minutes just on defining the scope of the work. Then my next
question and I did this and I would ask this question may sound a little silly
but depending on the scope of work and for a larger project like a major
kitchen remodel I would ask them you know wouldn’t it be easier to move? That’s
a big job.

David [00:07:20] And
the irony was that people who are considering a project like that they’ve
already thought about that.

James [00:07:27] Yes.

David [00:07:28] And
they would tell me No we don’t want to move. We like the school we like the
neighborhood. We like to commute. We like the community and I’m looking for
those people who have the emotional as well as financial investment in their
project. Does that make sense?

Morris [00:07:46] Yes
it does.

James [00:07:47] It
makes a lot of sense and I think you’re right are experiences that but we don’t
ask that question. Have you thought about moving. That’s a great question to
ask. But when it does come up in discussion it does from time to time people
will say you know we thought about moving we thought about moving but gosh we
just love our neighbors, we just love the school. One of the kids lives around
the corner. The shopping is great in the neighborhood. Oh we hate the idea of
packing everything up it’s just who wants to do all that. So you’re right. It’s
a good question to ask.

David [00:08:23] Well
they confirm their commitment to the project. And honestly I once had you know
somebody say oh no you know we’re moving we just want the work done as cheaply
as possible. That’s not my client.

James [00:08:37] Right.

Morris [00:08:38] That’s
right. Very good. Yeah very good.

James [00:08:41] Thanks
so much. Goodbye.

David [00:08:42] Yeah
yeah I don’t think I can give you what you’re looking for. So once they’ve made
that commitment to the project then my next question is:.

David [00:08:52] What’s
your schedule?

David [00:08:54] Because
the home improvement shows that are playing on TV now they’re not doing the
remodeling industry justice in regards to being reality check.

Morris [00:09:04] Ditto
Ditto.

David [00:09:06] OK?

James [00:09:06] You
know what. Look that’s a double edged sword really and I want to address that
for a moment. The reality shows that the DIY and the home improvement shows and
flip this and decorate that and remodel this are wonderful to the extent that
they raise awareness create desire. And I think in general help motivate people
to do things. Having said that the values that are portrayed the time portrayed
the investment of energy is really unrealistic and.

Morris [00:09:42] On
every show!

James [00:09:43] Puts
us in a very awkward position as professionals.

Morris [00:09:46] Yes.

David [00:09:47] Yeah.
Yes so I want to ask about schedule and I’m going to give you a kind of a
simple analogy. You know when would you like the project done by because that’s
usually the some people have some reference. Point when they say well we’re
doing this new kitchen. It’s an extensive kitchen remodel and we need it done
by Memorial Day. So I’m going OK you mean 2020. Correct. And I’m saying this
because after doing probably 50 kitchens being the most expensive room in the
house I know the design process alone. If they don’t have a design if they
don’t have a plan that process the selection process is going to take six to
eight weeks minimum because of all the selections all the choices and they
should spend that time they’re going to make a major investment. And it’s my
job as the contractor to number one give your kitchen you love but number two
to work within your budget. And I can’t do that in two weeks. I can’t do that
in three weeks in regards to a design and selection process and that’s my job
to then orient my potential clients as this is really what this process takes.

David [00:11:01] So
it may sound a little silly but I call this “a teachable moment.” And
the irony is as good clients and this is my experience is when they set a date
for a potential project it’s arbitrary because in most cases they are already
have been thinking about this project for years. In some cases. So when I tell
them you know we’re going to spend 8 weeks just on the design to make sure we
get you a kitchen you love. So we’re really not going to start until about June
1st.

James [00:11:34] Wonderful.

David [00:11:35] And
I would ask them does that work for you in serious clients really realistic
clients will say well that makes sense and part of this once again is my job to
really let people know what’s involved in doing this correctly and if someone
says Well you know I spoke with this person they said that they could do that.

James [00:11:57] You
know what you’re doing David Morvan managing expectations and you need to do
that coming out the gate. Yep manage expectations. What’s next?

David [00:12:10] First
call. And somebody says well somebody else can do this. My answer is I can’t do
that. I know what’s involved. So I would ask you to be very careful you know be
concerned. But I just know what this process takes so I really want to review a
schedule not only to make sure my potential client is realistic but also to
look at our pipeline and you know is there an alignment where I can say gosh we
can probably start in June if I know what my capacity and confirming that that
potential start date works for them.

James [00:12:49] Exactly
exactly.

David [00:12:51] Again
your point was very good this is really just about expectations. Because I
don’t want to make promises I can’t keep.

Morris [00:12:57] Sure.

David [00:12:57] They
don’t need to hear promises that I can’t keep.

Morris [00:13:00] Why
the question about who will be involved in the decision making process?

David [00:13:04] Can
I get there? That comes up here shortly.

James [00:13:06] See
he’s the brother that gets ahead because he’s so excited about what you have to
say.

Morris [00:13:12] Yeah.

David [00:13:13] Well
I was going to say I’m going to question 5 here.

Morris [00:13:15] Okay.

David [00:13:16] And
I bring this up because as I go through each one of these questions Why are you
considering remodeling if I’m getting the right answer. I go to let’s talk
about schedule. If I get the right answer and we’re in alignment. Now we go to
Question 5.

David [00:13:42] That’s
right. Because I can’t go out there unless I know the customer’s budget Israel
Westech. Now I’m going to have answers from we’re not sure we’re hoping you
could tell me we’re not quite sure how to approach this and the most honest
people will say we’re not comfortable telling you that.

James [00:14:00] Yeah.

David [00:14:00] Yeah
I have to know something. And so really good sales trainer taught me something
called bracketing.

James [00:14:07] Yup.

David [00:14:07] So
if I go back to question to what’s the type and scope of the project. I already
have an idea budget wise of the project. It’s loose but it’s an idea. So
somebody says we’re not sure then I’m going to say well I’ll tell you what
based on what you told me. I might simply describe the kitchen they describe.
Yup. Then I’m going to say you know we could probably do that for as little as
45000 but could easily be 70 based on your finishes. Do you think you’re closer
to 45 or 70. I never had a client not answer that question.

James [00:14:48] Correct.

David [00:14:49] Absolutely
correct. What do you think most of them said?

Morris [00:14:53] 45.

David [00:14:55] Absolutely
they said 45.

Morris [00:14:55] Yeah.

David [00:14:56] But
the one I was looking for the person saying oh gosh we’re not spending over
20000.

James [00:15:01] That’s
right.

Morris [00:15:02] There
you go.

David [00:15:02] It’s
not a debt deal yet. No it just means that I need to say we can’t do all that
that you described for 20000. Now we can do some improvements and I want you to
know that because of the conversation it’s been good up to this point and I’m
getting green lights and the conversation is easy and the person wants to talk.
Then I may go ahead and go out on that job even though the person says they
have a 20000 dollar budget for the simple reason that when I’ve gotten on site
the budget starts to grow.

David [00:15:39] Yeah
and that just comes from them starting to relax then rapport.

James [00:15:44] Trust
being built. Trust Trust.

David [00:15:46] Trust
and rapport. Yes. Because suddenly they’re going to start to open up and this
is with the feedback that they need to move forward. So again even the budget
question that’s a teachable moment. This is what’s involved. All right. The
next question:.

David [00:16:04] What
level of research have they done?

David [00:16:07] We
come back to home improvement shows we come back to the internet and I’m
looking for the client that says you know I’ve ordered my kitchen cabinets
already. Oh boy we’re ordering the windows. My brother was electrician and
that’s not that that’s not my client.

James [00:16:23] That’s
not your client. You have to know who your client is.

Morris [00:16:26] How
do you let them down when you hear that?

David [00:16:28] You
know what I bring that up at the end. Can you give me about two more questions
and I’ll get there.

Morris [00:16:33] OK.
All right. All right good.

David [00:16:35] Because
the point in this is I’m an expert so I’ve gotten this for 25 years right. How
do you get a dedicated group of subcontractors and suppliers. So we want to
work with you to design a kitchen you love. But then I want to source and
install the material because I’ve got people that are good at what they do.

David [00:16:56] If
there’s ever a problem they’re going to fix it and I can give you the warranty
or guarantee that your previous friends you’re told the people who referred
you. That’s why they told you about us. So I want to manage every element of
this project and I say this somewhat jokingly but it took me 15 years to learn
how to say no and to say to people no that’s not in your best interest.

James [00:17:21] Yeah.

David [00:17:22] We
do this. This is why we do it. This works. And again reasonable people good
clients will say that makes sense.

James [00:17:30] And
the moment you morph and you change your standard operating procedure to
conform to someone else’s desires or needs things immediately fall apart and
will only get worse with time.

David [00:17:48] Can
we use the word control?

James [00:17:50] Yeah.

David [00:17:50] You
know this is. Let me do my job.

Morris [00:17:53] Yeah
and if I’m giving out elements of my job I’m giving up the quality control I’m
giving up elements of the schedule. And unfortunately you know and we’ve all
learned this which is once I start giving some of these things up I pay the
price.

James [00:18:07] Yep.

David [00:18:07] So
the next question:.

David [00:18:08] Who
is going to be involved in the decision making process. And so traditionally if
it’s you know two partners I’m going to say well you know we’re you both be
there because the the old term the infamous one lagger. If I go to any sales
call with only one partner there can never be a clear outcome becasue partners
going to say well let me speak with my partner.

James [00:18:32] Yeah
let me speak with my partner.

Morris [00:18:34] Yeah
yeah.

David [00:18:36] Somebody
says you know gosh my wife travels extensively and they meet with me. My answer
is always we’re going to cover a lot of information. I just want to make sure
everybody’s question gets answered when can I meet with both of you.

Morris [00:18:49] Yep
yep.

David [00:18:50] And
there are those occasions when one person can make the decision. But
traditionally I like to meet with both decision makers because then we know we
have some kind of agreement as to next steps.

Morris [00:19:05] We
absolutely not meet.

James [00:19:07] Period.

Morris [00:19:08] With
one partner in a partnership period.

David [00:19:12] Interesting.
You’ve learned that one too haven’t you.

Morris [00:19:14] Oh
listen everything you’re talking about I’ve been doing this for 42 years.
Everything you’re talking about is is so sensible and so close to home.

James [00:19:26] Not
to get your head to swell, David.

Morris [00:19:28] Yeah.

Morris [00:19:29] I
got to tell you there are just some-

David [00:19:31] Well
I got some white hair and it came from experience alright.

Morris [00:19:34] There
are just some things you can’t do.

James [00:19:36] That’s
right.

Morris [00:19:37] You
know and another I got yelped by a customer because we said we would not come
out at night.

James [00:19:44] Or
weekends.

Morris [00:19:45] Or
a weekend.

James [00:19:48] Sshe
said Well the U.S. Post Office and I think she said Wal-Mart or something like
that are open at night and on the weekends and I thought wonderful. I want this
Yelp post to be up there because I want people to read that and understand that
we have no interest in meeting with them at night or on the weekends period.

David [00:20:07] And
if they don’t meet their lawyer on the weekends, they don’t meet their dentist.

James [00:20:12] They
don’t meet their doctor they don’t meet any professional on the weekends.

David [00:20:16] We
are completely aligned.

Morris [00:20:19] The
state of mind of a person who wants you there at night or on Saturdays has
absolutely no respect for your ability your talent your reputation or quality.
What they want is somebody to beat up for twenty five dollars an hour.

James [00:20:37] I’ll
tell you who they’ll meet on a weekend. They’ll meet a plumber at 135 bucks an
hour. They’ll meet an electrician at 165 bucks an hour.

Morris [00:20:45] That’s
right.

James [00:20:45] Thats
who they’ll meet on the weekend people who are getting paid to perform a
service in off hours.

Morris [00:20:52] Yeah
yeah. Sorry go ahead.

James [00:20:54] Keep
it going.

David [00:21:00] These
next two questions are key.

Morris [00:21:02] OK.

David [00:21:02] Because
I’d ask people Have you remodeled before. If so what was the outcome. And if
they say no then I always ask well do you know somebody who’s book before and
how did that project go. And what I’m looking for in those questions is baggage
because if the client says gosh my neighbor did it. She referred me to you. She
loved the process. I’m going great. Let’s go forward. Right. But if somebody
says oh gosh my neighbor did it and the project came in over budget and it came
in a month later when they share that with me. What they’re telling me is what
they’re afraid of. So before I even get there I know what some of those primary
concerns are.

David [00:21:49] So
if I know that and I decide to come on the appointment because the previous questions
have gone well then I’m going to bring a sample schedule and I’m going to say
you know you’ve spoken with you know the person who referred you but we give
all of our clients a schedule. And let me show you an example. And you’re
welcome to call them past clients to see how we did in regards to a budget. We
give you a fixed price and that price will only change in two circumstances.
One unforeseen which is that there is something that needs to be changed. You
don’t know but that’s because it has to be done and we won’t do it any other
way.

David [00:22:28] And
the only other reason our price will change will be a customer generated change
in the scope of work.

James [00:22:33] Correct.

David [00:22:34] And
you control that. If I come with those simple little examples I’m responding to
their fear and they didn’t know that they told me what those fears were. But if
I asked them how did a previous project go for either you or someone else
They’ll tell me what I need to do and what I need to respond to. All right.

James [00:23:01] Yes
indeed.

Morris [00:23:01] Got
it. Got it.

David [00:23:02] So
I’ve gone through those eight questions. And here is what I learned. Real
clients real clients serious clients want to talk about their job.

David [00:23:14] They’ve
got a licensed professional on the phone. They’ve got an experienced contractor
or a salesperson. They want to talk for 45 minutes. You may not be able to get
them off the phone. And so I want to have that conversation and then in the
best conversations you make a connection with the person. It’s amiable. It’s
easy. The questions go back and forth. What’s happening is you’re connecting
you’re almost bonding this we go back to you know connecting with somebody
before you’ve ever gotten there. So if I have this conversation I like to ask
contractors in fact I’ll ask you guys. Have I ever done any selling in those
previous eight questions? Am I selling anything?

Morris [00:23:56] Nope.

James [00:23:57] No.

David [00:23:58] And
that’s the key which is that call had nothing to do with me. It was all about
them and I want them to put the phone down and say gosh that was helpful. They
asked some great questions. I look forward to meeting David because if I can
make that connection on the phone call I’ve already got my foot in the door.

Morris [00:24:16] Yep.

David [00:24:16] And
I have the information I need to proceed. And the flip side of this and this
goes back to your question is letting people down gently.

David [00:24:26] If
it’s not a good fit then I always try to say no as gracefully as possible and
it will be along the lines of You know I just don’t think we can give you what
you’re looking for. Our schedule doesn’t work. We’re not doing you know kind
of. We can’t work within the budget you’ve given me and I’ll be as transparent
as I can. But the idea is to truly say I don’t think I can give you what you’re
looking for. But can I recommend that you speak to the local association.
There’s a list of members on the local NARI chapter on the local remodelers
council. I’m happy to send you their contact information send you an e-mail
link because they’ve got a list of members and you can see what people can do,
so even if I can’t assist them, and refer them to another resource,.

Morris [00:25:17] Right.

David [00:25:17] Then
I don’t burn bridges. But I also don’t want to get into a job where I truly if
it doesn’t feel right there’s a reason and I’ll just add one more thing if I’m
on the phone with somebody and the conversation isn’t easy. It doesn’t flow.
There’s a reason and the simple question and you’ll both understand this is
this initial phone call isn’t easy.

James [00:25:42] Oh
boy.

David [00:25:43] Why
would the visit to their home be any easier?

James [00:25:47] Why
would the interaction during a project be any easier? It only gets more
difficult.

Morris [00:25:55] Right.

David [00:25:55] So
we’re talking rapport here openness and if any that’s missing there’s a reason.
And that’s my job to really you know find out in a simple example might be if
I’m speak with you about your kitchen and your answers are not very thorough
and you’re saying can’t you just come out here. I’ll even ask and some diplomatic
fashion we’re talking about a kitchen when I deal with people people are
excited. You don’t seem very excited. Can you tell me more?

Morris [00:26:27] [laughs].

David [00:26:27] And
it’s just simple discovery because there is a reason. And it either makes sense
or it doesn’t make sense. But I just come back to where we started. I can’t
spend four hours with an unqualified person. I don’t have that time to waste
because there are too many good clients that I can work with.

Morris [00:26:51] David
here on CareyBrosPros we like to ask our guest to share three points for
success with our pro listeners could you please share your three?

David [00:27:01] Terrific
first one.

David [00:27:04] We
don’t sell a project. We actually sell an experience. And so if we can keep in
mind we sell an experience as well as a project that will be the basis of
success.

Morris [00:27:18] Okay.

David [00:27:18] It’s
a relationship driven business. It’s why I think I’m in this industry and most
of the people I know and it’s not just relationships with clients but it’s with
our subcontractors suppliers and employees. Value those relationships and the
work will always be there.

David [00:27:38] And
a third one. I guess when the project’s done we oftentimes shake hands and walk
away. Let me know when you need additional help. And I did it and I’ve watched
other contractors do it and all I can say is you know you’ve made the toughest
sale so make a point to circle back to clients at least every 12 months say
hello, send them something they know you they like you they trust you. If
people have not renovated the entire house when you finish a project they’re
already thinking about the next job they may not have the budget. They may not
want to start but I’ll guarantee you in the next three to five years they’ll be
doing another remodeling project. All we have to do is stay in touch with
people.

James [00:28:28] Wonderful.
Our thanks to David Dlupberger. Learn more about his services by visiting his
Web site. It is a remodelforce.com.

Morris [00:28:38] And
remember you’ll find our guest information as well as additional podcasts
videos and articles on our Web site at CareyBrosPros.com.

Magic Mike [00:28:48] OK
everybody hold on to your hardhats. It’s time for a quick bro tip from the
Carey Brothers.

James [00:28:56] Qualifying
prospects or how not to run yourself and your team ragged.

[00:29:02] Safe to say that you’re in business
because you enjoy what you do. And you want to make a profit in exchange for
your hard work and risk. It’s the American way. It goes without saying that
sales is the engine that drives the train. That’s your business. In order to
make sales you must have qualified leads which come from a pool of good
prospects that result from your marketing and advertising efforts. The process
of converting a lead to a contract is nothing less than an art. It’s all about
working smart and sticking to a proven routine that works for you and your
company. Remember you don’t tailor your company to fit your client’s needs. You
impress upon your client the attributes of your company that set you apart as
craftspeople and business people and why they should do business with you. In
short you must set boundaries for your company.

[00:30:00] First be clear about what type of work
you want to do. Do you have a specialty trying to be everything to everyone is
a recipe for chaos and failure then be clear about what your company does in
all of your marketing and advertising. Equally important is to talk to your
audience. You can’t sell men’s shoes to ladies. Wrong demographic. Identify
your ideal demographic and aggressively go after it if you sell high end
kitchens that range from 75000 250000. You should be sending your message to
prospects who are likely to make that kind of investment in their home. That
means identifying the age of the home household income level of education
property value the ages of the homeowners the sales history and more. Having
answers to these questions will help you get to prospects who you can convert
to qualified leads and will prevent you from wasting your time with calls from
people who have no intention of partaking in your service. Consequently that
will give you more time to focus on developing good leads and converting them
to contracts. By the way, keep in mind that you don’t want to close all of your
good leads. Remember you must get told no, in order to be told yes getting told
yes all the time usually means that your prices to keep getting told no to
often means that you may be prospecting the wrong demographic or you may need
to throttle back pricing if you’re making more money than usual.

[00:31:49] Many firms work on a 10 to 1 ratio.Ffor
every 10 prospects they qualify out about 6 during a thorough telephone needs
and budget consultation you need to develop a list of questions that don’t come
off as an interrogation yet demonstrate your thoughtful and sincere interest in
helping the client with their project. The answers to the questions will tell
you whether you should jump in your truck and spend half a day chasing a
worthless prospect. The four remaining qualified prospects become leads that
you aggressively work by doing your dog and pony show. I design an estimate
visits to previous projects window shopping at showrooms whatever it takes from
your experience to convert that lead to a sale no matter how good you are and
how hard you work. Be prepared to close. Only about one of the good prospects.
So the process went from 10 prospects to 4 leads to one sale. That’s a 25
percent closing rate. Not a bad average. Especially if you’re making your
desired level of profit. They say art is in the eye of the beholder. According
to my experience die sales is indeed an art.

[00:33:11] Well that’s our broadcast for today.
Thanks for listening to this edition of CareyBrosPros the podcast for
construction professionals by construction professionals. One more check out
CareyBrosPros dotcom.

[00:33:24] You’ll find articles and videos to help
make your business a success.

About Us

James and Morris Carey, known as The Carey Bros., are nationally recognized experts on home building and renovation. They share their experience as award-winning, licensed contractors with millions of people nationwide through a weekly radio and online streaming show. The CareyBrosPros is a way to reach the contractor and professional and share our experience, wisdom and weekly tips.